Sometimes there can be a characteristic
exhibited by a brand character that is pursued to the detriment of everything
else, including the product. Kool's Penguin doggedly pursues the brand
name and aspects of a cool smoke. The Penguin however is a bird to be
found by the million on unfriendly icy wastes unsuitable for human
habitation. You can't tell one from the other. Crucially, the beak is
most unsuitable for grasping the product. Indeed the beak sometimes appears
to be a cigarette. Its beady eye and inflexible flippers are capable
of no nuances of expression and gesture - no sexy interchange, no unchecked
relish at consumption. The waxy flap of the flipper here has to provide
a persuasive grip on the bow and arrow while, in the other figure, express
nonchalance.

Today the bird represents a chocolate biscuit and that
seems just about right.